ClientCorrespondence (1)

Client correspondence is the exchange of information
between a company or individual and their customers. This
communication can occur through various channels, such
as email, letters, phone calls, or in-person meetings. The
purpose of client correspondence is to build and maintain a
positive relationship with customers by providing them with
updates, addressing their concerns, and offering solutions
to their problems. Effective client correspondence is crucial
for a company’s reputation and success.
01 - Initial Client Contact
02 - Client Questionnaires
03 - Client Interview
04 - Our Client
05 - Client Goals
06 - Brand Core Vision & Values
07 - Communication Strategy:
Aims & Objectives
Content

01
Initial Client Contact
We had the first communication or interaction with our potential customer.
Gadis Semasa is a start-up local fashion brand focusing
on timeless and quality pieces in their womenswear.
The person that is in contact with us is the brand owner
itself, Ms Sarah Azman. She is reachable via WhatsApp
and also through the brand’s official email.
We occur through various means, such as a phone call, email, website inquiry,
or in-person meeting. Our purpose of initial client contact is to establish a
connection, gather information about the customer’s needs and preferences,
and provide relevant information about the company’s products or services.
The reasoning behind why we chose this brand is that
we wanted to improve and market the brand better as a
small business as we think that this brand has a big potential
to scale up in the fashion industry in Malaysia.
gadisemasakl@gmail.com

02
Email- gadisemasakl@gmail.com
Client Questionnaires
WhatsApp
The questionnaires were likely designed to identify the challenges and weaknesses of
our client’s brand. The questions may have covered topics such as brand perception,
products , competitor analysis, and marketing strategies. By collecting this information
through the questionnaires, we can gain valuable insights that and help our client
address any issues that may be hindering their success.
Gadis Semasa. KL
Gadis Semasa. KL

Junyuan (J) - Introduction
What inspired you to start your own fashion brand and
did you come up with the brand name?
How do you define your target audience?
how
Shi Yann (SY) - Brands
How do you use social media in your brand
marketing strategy to connect with your
audience?
What have been your biggest successes in starting your own
fashion brand?
What have been your brand’s greatest strengths?
Any collaborations with artists/influencers/
ambassadors for your brand? If not, are you
planning to do so?
What do you see as the biggest challenge
Zafran (Z)- Product
How do you ensure that the materials sourced and used for
your products are sustainably made?
What challenges have you faced in terms of production and supply chain
management?
What factors influence your decisions and the design process
for your products?
How do you ensure that your products remain relevant to the consumers
with the current and evolving fashion trends?
How do you ensure that your product’s pricing is competitive
in the market? Would you consider it as affordable compared
your brand is facing at the moment, and
how do you plan to overcome it?
Junyuan - Conclude
How do you see your brand evolving in
the future? Any plans on expanding your
brand internationally or any upcoming
collections?
What are the unique selling points of your brand?
What steps are you taking to achieve your
long-term goals for the brand?
to other brand competitors?
Other than selling your products on Instagram and the website, are you on
any other shopping platforms? If not, are you planning to do so?
Moon (M)- Funds
Impressed by the progress your brand has made. Can you
share any insights into how you’ve been able to fund your
growth?
What financial challenges have you faced with your brand, and how do you
solve the problem?
Gadis Semasa. KL
Gadis Semasa. KL

03
Client Interview
Client interview is a face-to-face conversation between us and our
customer, typically conducted to gather information and insights
about the customer’s needs, preferences, and opinions. In our case,
the interview was conducted at the client’s house and lasted for 30 minutes, during
which we took photos and videos to document the conversation. The purpose of the
interview was likely to identify the challenges and weaknesses of the client’s brand, as
well as to gain valuable insights. The interview may have covered topics such as the
client’s target audience, brand values, marketing efforts, and areas for improvement.
By conducting this interview, we can better understand the client’s perspective and
develop a more effective brand management plan.

Junyuan: What inspired you to start your own fashion brand and how did you come up
with the brand name?
Sarah: Started during the PKP lockdown 2020, I started sewing when I was young, so It’s like a skill
that I have when I went to college and I decided to start my own brand. I remembered during my diploma
final fashion show, I did a collection on “Gadis Semasa” and it was inspired by a song by Yuna. I always
like listening to it during finals. I was thinking it would be cool to have a collection that it’s kind of a fusion
of traditional and I want to be as diverse as I could. Tapping into the local target market. I’ve always
been inspired by locals as well, there’s also the new popular ones like BEHATI. I was very much inspired
by that brand and a lot of overseas brands. I could relate more to local brands in Malaysia and I think
that’s how it started, the whole brand started.
J: How do you define your target audience?
S: Honestly, Initially, I would say 21 and above. 21 to 26, around that range. People who have started
working and looking for everything. If you realize, some people that are working in government are very
modest. It has to be somewhat formal, so that was like my target market. But I wanted to incorporate more
of a playful look. Someone who would particularly be into fashion, stylish and lots of colors and you know,
I want to like to reflect them.
Z: What challenges have you faced in terms of production and supply chain
management?
S: Because the brand is produced at a very small scale, the demand for it surprisingly is higher than the supply.
It’s all about kind of I guess, balancing and creating a budget of how much you want to produce. You know
marketing it, and it being sold but I guess like Im taking my own pace within the growth of the brand. I’m not
overproducing, not underproducing but just producing within I think really is the best for the size of the brand.
Z: What factors influence your decisions and the design process for your products?
S: I would say factors, honestly I could relate back to the target market. Because you’ve gotta
understand that not everybody is bold enough to wear certain pieces, or they want to wear prints or
colors. You’ve got to relate back to the market, and what the market looks for, what the market needs.
For example, my Hari Raya collection is very like a lil bit colorful, and a lil bit playful. mixing prints, like
gingham, and floral prints. It all comes down back to it being minimal, a silhouette that everyone could
relate to. And like In a way Malaysian is very much related back to the market. The market isn’t going to
buy very let’s say excessive Raya clothes.. very unlikely nowadays, very simple towards pieces that are
transitional and that could sustain longer in the wardrobe.
J: What have been your biggest successes in starting your own fashion brand?
S: I started seeing success last year, and the brand becoming a big potential, brand within the market.
Competing among the other local brands like Whimsy Girl, and Calaqisya, that’s above local brands.
It’s very hard to say cause the brand is really small, but the term of minor growth in terms of engagement
or word of mouth but I think that’s like my biggest achievement so far from me. In terms of collection, the
biggest selling was the skirt. I think it was what I jump-started it. It was a very simple skirt but I marketed
it like a very statement piece you can wear every day or wear to work, style it for Hari Raya, so it was a
very transitional piece for like every occasion. That I think it jump started. Because I noticed people were
basically saying “I wanted a Gadis Semasa Pario”. It was something the brand was becoming known for.
J: What have been your brand’s greatest strengths?
“
S: I would say branding, cause I think branding is important cause you gotta have your own niche, cause
I only started to see the brand’s niche. In terms of it being diverse, I would say it’s diverse. Not only
Malay, Indian, Chinese, Sabah or Sarawakkian girls, but it’s also like attracting every local girl. That
would be my biggest strength, branding.
I think sustainability it’s more than just
sourcing sustainable fabric,
”
it’s more than just packaging.
Zafran : How do you ensure that the materials sourced and used for your products are
sustainably made?
S: First of all, I wouldn’t consider my brand as sustainable just yet. Because I think sustainability it’s
more than just sourcing sustainable fabric, it’s more than just packaging. You gotta figure out how
you’re gonna ensure that you’re really not polluting the earth. It could be about manufacturing clothes,
what about those scraps? What’s going to happen to it? You can just throw it away, as they could just
label it as sustainable. For my brand, because it’s such a small scale. I started off sewing all the pieces
myself, so in a way, I had control over what I could do with the scraps. Like I kept some scraps, I would
throw off only the ones that are literally unusable, very small and skinny scraps. That was my way of
controlling the sustainability of my brand. But honestly to say that I’m a sustainable brand, not just yet,
another
because I’ve had my products mass-produced, and as much as that I control the patternmaking, you
know when it comes to cutting the fabric, limiting waste. That was as far as I could control how much
waste I would produce. But I would say the level of sustainability, that is how sustainable my brand is.
Only that is as far as it goes.
“ ”
I try to incorporate international trends, the future trends.
Basically, it reflected back onto the locals.
Z: How do you ensure that your products remain relevant to the consumers with the
current and evolving fashion trends?
S: As much as I do my own research on current trends internationally, I think for me I often do a kind of
research locally, especially since that, my brand is still very much low-key based. So I mean I don’t
know what people realize but we lowkey have our own trends of like what is trending, what people are
looking for cause you guys like look at Instagram brands within, even like my competitor market, all these
big brands (Poplook, Whimsigirl)l. They’re all new. roughly like the trends, such as embroidery, and the
sulam, everyone is doing that. That is like the trend within the local market. Something that people are
kind of looking for. I often look back on local trends, I try to incorporate international trends, the future
trends. Basically, it reflected back onto the locals.
Z : How do you ensure that your product’s pricing is competitive in the market? Would
you consider it as affordable compared to other brand competitors?
S: I would say like, I would compare to the size of other brands. like my competitors, cause obviously
some of them are very big scale and mine like a small-scale. I would mostly relate it back to products. are
they producing similar clothing? like, Raya? they’re producing Raya, we’re producing Raya. It’s just
like comparing price-wise. The number of the size, the number of the product, also comparing it to smaller
brands who are also producing Raya because that is what my brand could relate to more and see what
works for my customers well. I hope that makes sense
Z : Other than selling your products on Instagram and the website, are you on any other
shopping platforms? If not, are you planning to do so?
S: Other than Instagram or website, I thought of considering TikTok. honestly but I think I’ve come to the
conclusion that I don’t want to jump into TikTok because it’s a completely different audience. Because
I think TikTtok shop is more affordability and fast-fashion. I feel like I have to build strong branding and
I don’t want it to be pushed into like fast fashion side. It is the cheaper side. I think I would only go so
far, maybe Instagram, maybe a website. But TikTok I would just use it as a platform to market rather than
sell. Other platforms I would say like opening up an offline booth or engaging in events, marketplaces are
good platform for the brand to get exposure but that’s about it for now.
Gadis Semasa. KL
Gadis Semasa. KL

Moon: Impressed by the progress your brand has made. Can you share any insights into
how you’ve been able to fund your growth?
S: Honestly, it started off being me funding myself, and dealing with a very small scale. Started with preorders.
Up until like I wanted to produce my own brand products, like mass-produced. not gonna lie i was
funded 50% myself and 50% I would ask my parents. Okay, I wanna produce these much and it cost a much.
I can only pay like 50% off it, I would ask them if they would contribute. So I think that was like the first fund
that I got from them and since then, it was honestly me sewing and sewing. That was how I like, kind of in a
way roll back the money. You are like paying to produce the clothing, selling it and the income comes back
and I just like let the mass-manufacturing does it work. Hopefully, it would sell in the beginning and I’ll
continue sewing because I think that’s the cheapest way to kind of earn money without losing so much
money. Like some kind of investing your money into the garments. That was like the fund, not gonna lie I was
very privileged. I think it’s very hard to have a brand. Especially clothing brands, because it’s such a big
industry and it needs a lot of money. I definitely have financial help from my parents, I had the biggest support
to produce a lot more pieces with them. But I realized that with a lot of local mass manufacturing with a
from them. You need some sort of investor in your brand, especially if you wanna grow quickly. But I would
minimum of 100 or 200 pieces. So I think for me cause I’m such a small scale and I would rather produce
“
say that my funding is you know big that i can like go crazy (with the production) but it’s like very small steps.
whatever that is within the scale of my brand and the growth. I would not want to necessarily overproduce
so I think the trouble is mostly handling production. Like what works best, what’s the alternative
to produce my designs without over-producing them? Also like ensuring quality, I think that’s the biggest
You need some sort of investor in your brand,
“
challenge.
especially if you wanna grow quickly.
Definitely I want it to like to be the biggest brand in Malaysia.
M: What financial challenges have you faced with your brand, and how do you solve the
Hopefully, it could be across Southeast Asia,
problem?
like Brunei, Indonesia, and Singapore..
S: Not really, because I think that of course if you’re sending ur pieces to someone to sew it. It would
cost more money. Say that I have faced any financial challenges, maybe not yet because I was fixing that
I was not putting more money out. I was more towards getting that money back.
J: How do you see your brand evolving in the future? Any plans on expanding your brand
internationally or any upcoming collections?
Shi Yann: How do you use social media in your brand’s marketing strategy to connect
S: I think definitely I want it to like to be the biggest brand in Malaysia. Hopefully, it could be across
with your audience?
Southeast Asia, like Brunei, Indonesia, and Singapore. At least, like those are the main target, local wear
S:Honestly, it’s more like creating content that your consumers can relate to. Or maybe like creating
brands that are perfected to like traditional vibes and contemporary. But I do see it evolving into like
an image sometimes of like what people wanna be or people wanna dress. At the end of the day for me,
personally, I don’t believe in hiring tall skinny models or white people. Not necessarily the ideal beauty
standard because I feel like at the end of the day your customers are like regular people like us, You and
Me. So, I wanna like exactly get normal everyday people wearing my clothes. Completely or transparently
see how it looks on them. Different heights, different sizes. Honestly, hopefully, more in terms of sizing
as well. Make it more diverse, so that people can see it and they can relate to themselves more. because
this is like “ooh I like the way it looks, I know that this girl is similar to my body type” I want it to be more
relatable in that sense. It doesn’t have to be like a fun playful brand but it focuses so much on not being
skinny. The ideal “Gadis Semasa” you know. yeah, I want to make it very diverse.
SY: Any collaborations with artists/influencers/ambassadors for your brand? If not, are
you planning to do so?
S: I’ve had a collaboration with artists honestly, I wouldn’t say it brought a huge impact because, at the
end of the day, I feel like influencers are a beauty standard. I feel like every influencer they’ve achieved
the beauty standard not gonna lie, back to my point earlier it feels like for me the way I want it to like, I
wanna make my own customers the influencer. Like I wanna get these everyday people and probably
make them wear like my clothes. And like it is like a reflection on other customers. I don’t know in a way
that it is an option to have influencers to market your brand but you can also have other options where
you can have word of mouth. All of these other people hyping each other out in a sense. For example, one
way is maybe the brand “Hanya” have a community, like Hanya ambassadors or like friends of Hanya.
That is their one way for them to relate to their customers so that the customers can wear like clothes
and like they would repost them, they would kind of make their customers into their community. In a way, I
think that helps a lot to market. It’s a way of marketing as well, but I guess a very new way of marketing
as well. In my opinion, directly communicating with the customers. I think that’s the better way honestly
but I’ve used influencers before, and I’ve definitely tried it out. I think that helps within like building
your brand initially. But until now, I haven’t really gotten back into that. I think that’s really not for me I
guess.
SY: What do you see as the biggest challenge your brand is facing at the moment, and
how do you plan to overcome it?
S: I think it’s mostly production because production is not easy. You know, you’re doing it locally, there
are multiple manufacturers available but there’s always and I can never stick to one manufacturing
company. Because it’s very difficult in terms of quality. But mostly quality and like they’re expecting you
” ”
potentially a big brand but just within the local SEA region. I think there’s no problem with it, I don’t
want it to be like in Milan or whatnot. Maybe It can be shipped to the USA, but I see it potentially being in
SEA that started within Malaysia. There are some (collections) in the works, some everyday basic wear
collections. But again, it’s a very small scale. Normally after Raya, I would take a month to like plan out
and like then release it. Because after Raya season, people tend to like slow-down on their shopping a
bit. So you know normally brands, they do not tend to put out anything after Raya. Especially big scales
brand, nothing major.
J: What are the unique selling points of your brand?
S: I think honestly it would for now be the Parios. The parios I see as very simple, right now everyone
is selling parios. But for now, I have to create a pario and design it in a way that may be in a different
design. There are like certain things that people don’t like about it (Pario), like when you tie it (Pario)
some people don’t like showing their back-side and it (pario) to cling onto their backside. So obviously
you can make so many design alterations, creating something new to like to cater to those certain
people’s needs. Yeah, it’s about creating something fashionable and innovative, I think that would be
my brand’s unique selling point for now. Definitely, something people look forward to for Gadis Semasa.
The prints and the materials, styling it differently and creating a fashion. Because it’s such a common
thing now, you have to create something different.
.
Gadis Semasa. KL
Gadis Semasa. KL

J: What steps are you taking to achieve your long-term goals for the brand?
S: I think it’s about expanding, sort of a team. Honestly, that’s the long-term. Because you can get so
much work done if you get someone to like work with so maybe honestly i think definitely be expanding. The
next big goal is I hope Gadis Semasa would be debuting on KL Fashion Week. Such crazy, wild dreams. But
honestly, a goal that I’m working towards it. But a more realistic goal is to expand, to have a proper system
for the brand and the company. People to handle the production, manufacturing, and admin. Because of a
part of designing, branding and marketing. I think there are also people working behind to like make sure
that you’re earning money, the profits. The proper filing, so I think that’s the main goal. Expanding and
having a proper foundation for the brand. Achieving long-term goals for the market, honestly is finding what
is lacking in terms of local trends because we have a lot of culture in Malaysia. We have so much to like dig
into, to get ideas and inspiration. So I think it’s just about exploring all possibilities. Because example we
have Batik and it’s commonly produced in factories where you know it’s just printed, there’s nothing
special about it. But there are still people that are hand-making these batik which I think is so special.
More exclusive and raw. I think we can tap into that industry and that at the same time, promote all these
local crafts. So I think in the long term, I want something authentic for the brand. Long-term goals are also
diversifying.
.“ ”
Achieving long-term goals for the market, honestly
is finding what is lacking in terms of local trends.
04
Our Client
Gadis Semasa
Kuala Lumpur
Gadis Semasa. KL

Current Online Marketing Channels
Gadis Semasa is a Malaysia-based womenswear
fashion brand that creates timeless and quality
pieces. It is a small business owned by a fashion
designer, Sarah Azman who offers daily wear clothing such as
pareo skirts, kaftan tops and more in a colourful, stylish and
modern way. Gadis Semasa is all about redefining peculiarity
as an everyday individual. From how we mix and match our
outfits multiple times, the founder wanted everyone to have
fun expressing their individualities while experimenting with
layering, styling and curating everyday looks with their pieces.
Gadis Semasa hopes to empower and encourage self-love, which
Instagram: Promote their products and increase engagements
@gadisemasa.kl
Main Platform : Platform for purchasing their products and having more
details about their clothing such as materials used and sizings for the item.
includes loving everything that we find peculiar about ourselves.
We are not afraid to express ourselves through clothing because
we are ever-evolving through a self-love journey.
Who is our client?

05
Client Goals
06
Brand Core Vision & Values
Showcase and highlight the importance of Malaysia’s culture and diversity in a brand
Offer consumers well-made pieces in return for trust and loyalty towards the brand
Bring in a more international audience (Mostly South-East Asia)
To gain more than just consumers but a community
Raise brand awareness in the fashion industry
To create a garment that Malaysians regardless of race and
religion can wear this national attire for any occasion or formal event.
To express themselves through clothing because
she’s ever-evolving through a self-love journey.
To let them enjoy the fun of expressing their own personality and
aesthetics through clothing
To produce more quality pieces that are whimsical and playful to our daily wardrobe
To create something new that people need and want.
Gadis Semasa. KL
Gadis Semasa. KL

07
Communication Strategy
Aims and Objectives
To foster engagement and loyalty among the brand’s customers and followers
To understand what the target audience needs and their feedback
To increase brand awareness among the target audience
To help the brands find the right positioning
To improve brand image and reputation
To drive sales and revenue growth
Gadis Semasa. KL